企业战略发展常用工具.doc

PAGE PAGE 29 企业战略发展常用工具 战略分析工具 PEST PEST analysis (Political, Economic, Social and Technological analysis) describes a framework of macro-environmental factors used in the \o Environmental scanning environmental scanning component of \o Strategic management strategic management. Some analysts added Legal and rearranged the mnemonic to SLEPT; inserting Environmental factors expanded it to PESTEL or PESTLE, which is popular in the United Kingdom. The model has recently been further extended to STEEPLE and STEEPLED, adding Ethics and \o Demographics Demographic factors. It is a part of the external analysis when conducting a strategic analysis or doing \o Market research market research, and gives an overview of the different macro environmental factors that the company has to take into consideration. It is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations. The growing importance of environmental or ecological factors in the first decade of the 21st century have given rise to \o Green business green business and encouraged widespread use of an updated version of the PEST framework. STEER analysis systematically considers Socio-cultural, Technological, Economic, Ecological, and Regulatory factors. Political factors are basically to what degree the \o Government government intervenes in the economy. Specifically, political factors include areas such as \o Tax policy tax policy, \o Labour law labour law, \o Environmental law environmental law, \o Trade restriction trade restrictions, \o Tariffs tariffs, and political stability. Political factors may also include goods and services which the government wants to provide or be provided ( \o Merit good merit goods) and those that the government does not want to be provided ( \o Demerit good demerit goods or merit bads). Furthermore, governments have great influence on the \o Health health, \o Education education, and